Chrysler Pacifica creative playfully redefines commonly used
shorthand references to communicate the newly designed Pacifica's key features in humorous scenarios.
Videos showcase a functional benefit in an entertaining, relatable way,
reinforcing how the Pacifica helps provide solutions to everyday needs
“Acronyms,” created by GSDM in partnership with the Chrysler brand, launches this week
across digital and social media platforms.
Anyone who has navigated school drop-offs, sports practices, sullen teenagers, grocery runs, forgotten backpacks, road trips and
everything in between knows that family life comes with its own language, according to the automaker.
The campaign playfully reimagines familiar acronyms, including STFU, IDGAF and FML. It connects them to features like Stow 'n Go seating and storage system, Stow 'n Vac, FamCam, Amazon Fire TV and dual automatic
sliding doors.
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The Chrysler Pacifica isn't just a vehicle, it's the family MVP, said Olivier Francois, global chief marketing officer, Stellantis. The campaign celebrates the
humor of modern family life.
“Emotion helps humanize a brand,” Francois told Marketing Daily in a previous interview. “So laughing is an emotion, crying is
an emotion. So good, bad, emotional, whatever, if it makes you feel something, and, and every time you laugh, you know, you feel alive.”
The campaign centers on a simple
truth: Pacifica drivers don't just drive their minivans — they depend on them, according to the automaker.
"Most people know these acronyms from text messages and social
media, but Pacifica owners read them a little differently," said Matt McAlear, Chrysler brand CEO, in a release. "When your vehicle doubles as a family room, cargo hauler, movie theater, snack station
and transportation command center, your priorities change.”